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  • Report: Misconceptions Hurting Alternative Nicotine Products

    Report: Misconceptions Hurting Alternative Nicotine Products

    A new report highlights growing public misperceptions about nicotine products, with 59% believing that vaping is as harmful to health as smoking, a number that increases to 72% among 18–24-year-olds. The “Nicotine Product Harm Perception Report 2026,” released by Northerner and Haypp, surveyed 2,000 people in the UK, with nearly half believing vaping exposes users to more chemicals than cigarettes, and 60% registering as misinformed or uninformed when comparing nicotine pouches’ harm to smoking.

    The findings point to a shift in risk perception that contrasts with established public health messaging on relative harm. The report links these beliefs to broader narratives around a perceived “vape epidemic,” with 78% of respondents agreeing such an epidemic exists despite vaping prevalence estimated at around 10% of adults. This disconnect suggests that public understanding may be shaped more by media framing and social discourse than by underlying usage data.

    The report also cites inconsistent policy approaches and negative coverage as contributing factors to mixed public messaging around vaping and harm reduction. Experts warn that confusion over relative risks could affect smoking behavior. Dr. Marina Murphy, the senior director of scientific affairs at Haypp Group, said misperceptions may reduce incentives for smokers to switch to alternatives, potentially slowing or reversing declines in smoking rates.

     “Alarmist messaging and negative framing risk doing real damage,” Murphy said. “If smokers are put off switching, we risk undoing years of progress in reducing smoking rates. People need clear, balanced information about nicotine products so they can make informed choices.” 

  • Nicokick Urges Clarity on Smoke-Free Information

    Nicokick Urges Clarity on Smoke-Free Information

    Nicokick.com, owned by Haypp Group, called on policymakers and health professionals to provide clearer, evidence-based information distinguishing the risks of combustible cigarettes from non-combusted nicotine products. The appeal follows a report by the Foundation for American Innovation highlighting high tobacco and nicotine use among U.S. servicemembers and recommending that institutions recognize differences between product types when addressing health and readiness. Nicokick cited the U.S. Food and Drug Administration’s recognition of a “continuum of risk” across tobacco products and said improved adult-focused communication could help consumers and healthcare professionals better understand these distinctions while reinforcing that smoke-free products are intended only for existing adult users.

  • 20mg of Nicotine Per Pouch Optimal, Expert Says

    20mg of Nicotine Per Pouch Optimal, Expert Says

    Haypp’s senior director of scientific affairs, Dr. Marina Murphy, touts the benefits of nicotine pouches as an alternative to smoking, and recommends a maximum nicotine strength of 20mg per pouch to ensure these products serve as an effective harm-reduction tool. This recommendation comes as U.K. lawmakers continue to navigate progress toward a smoke-free future, with pouches growing in popularity. The 20mg dosage, Murphy says, provides an experience comparable to a cigarette, encouraging adult smokers to switch while avoiding the risks associated with ultra-strong products — some that reach 150mg per pouch.

    The 20mg limit aligns with Swedish and British industry standards and sets a clear, understandable benchmark for consumers and retailers, she says. Murphy says that by incorporating this limit into U.K. regulations, the government can make nicotine pouches a viable, safer alternative to cigarettes, balancing public health objectives with adult consumer choice, and supporting the country’s broader smoke-free goals.

  • FDA Releases Raw NYTS Data Without Comment

    FDA Releases Raw NYTS Data Without Comment

    Last week, the U.S. Food and Drug Administration released the raw data from the 2025 National Youth Tobacco Survey (NYTS), an annual, school-based survey that collects data on tobacco use among students in grades 6 through 12 across the country. Unlike previous years, the FDA released the data without comment, leaving industry members to interpret it independently.

    The survey tracks students’ tobacco behaviors, attitudes, and exposure to pro- and anti-tobacco messaging, providing nationally representative data. First conducted in 1999, it has guided youth tobacco policy and was jointly run by the U.S. Food and Drug Administration and Centers for Disease Control and Prevention since 2012, before moving fully under FDA oversight in 2025. 

    “Youth use of tobacco and nicotine has been the FDA’s sole focus in its policy and decision making for so many years, with adult education programs centered on the risk continuum of these products seemingly still far off,” said Laura Leigh Oyler, VP of Regulatory Affairs at Nicokick.com. “It’s been a big question throughout the industry as to why they’ve chosen to release this data with no fanfare, and with no guidance on how to interpret it. The FDA has essentially left the industry and other stakeholders to analyze and determine the use rates on their own.”

    Altria Client Services released a “high-level” summary of the data, finding overall tobacco usage by middle and high school students declined for the third straight year, dropping to 7.5%, the lowest rate since the study became annual in 2011, and down from the all-time high of 23.3% in 2019.

    Cigarette usage remained steady at 1.4%, while all other categories dropped from 2024, with e-cigarettes going from 5.9% to 5.2%, pouches from 1.8% to 1.7%, smokeless tobacco going from 1.2% to 0.6%, and heated tobacco products going from 0.8% to 0.7%.

    “With the continued low youth use rates, we think this is something worth celebrating,” Oyler said. “The data shows that targeted public‑health interventions, combined with thoughtful regulation like raising the legal age for nicotine purchases, can make a meaningful difference.”

    “The law is clear: tobacco and nicotine products are strictly for adults 21 and older,” said Matthew T. Sheaff, director of U.S. regulatory communications for Philip Morris International. “At PMI U.S., we are committed to guarding against underage access to our products, while continuing to provide adults 21 and older with better alternatives to smoking and traditional tobacco.

    “For example, we direct our marketing to adult nicotine consumers and do not pay social media influencers to endorse our products in the U.S. This is a shared responsibility—regulators, policymakers, retailers, and manufacturers all have an important role to play.”

    With the news generally positive in terms of youth usage, Oyler suggested emphasis be given to adults 55 and older, whose smoking rates have remained mostly steady, dropping from 18.7% in 2016 to 16.7% in 2023.

    “If anything, this data raises questions less about youth access and more about what we can do to educate adults on the differences between nicotine and tobacco products, and how they can reduce their risk,” Oyler said. “This is the population most at risk of smoking-related disease. This is the population with the most to gain from moving away from cigarettes. And this is the population that has been historically underserved by cessation efforts and innovation.

    “To drive the next major improvement in public health, we must accelerate support for adults who smoke and ensure that they have access to better alternatives, and ultimately, better outcomes.”

  • Haypp Launches Caffeine Pouches

    Haypp Launches Caffeine Pouches

    Haypp Group expanded its product lineup with the launch of caffeine pouches across its online retail platforms, adding a new category to its nicotine-free offerings. The company said the products — available across its websites in the U.K. and Scandinavian markets — are designed to provide consumers with a discreet, portable way to manage caffeine intake without drinks or preparation, with a range of strengths and flavors.

    Haypp said the move reflects growing demand for functional wellness and on-the-go products, particularly among professionals and fitness-focused consumers seeking convenient alternatives to coffee or energy drinks. The retailer expects the addition to strengthen its position in the expanding oral pouch segment and plans to promote the launch through a U.K. tour featuring a mobile sampling truck.

    On Jan. 1, Haypp exited the UK’s vape and heated tobacco markets to focus exclusively on oral pouches.

  • Expert-Led Campaign Looking for Flawed Vape Science

    Expert-Led Campaign Looking for Flawed Vape Science

    The UK Vaping Industry Association (UKVIA) launched VapeVerify, an expert-led initiative aimed at scrutinizing vaping research amid rising public misperceptions about relative risk. The independent panel — comprising specialists in toxicology, public health, addiction medicine, and regulatory science — will assess new studies for methodological flaws, data misinterpretation, and lack of transparency, with the goal of ensuring policy debates and public understanding are guided by robust evidence. The move comes as surveys show record-high levels of misinformation, with around half of smokers believing vaping is as harmful as or more harmful than combustible cigarettes.

    “The VapeVerify panel wants to create an environment where people are armed with the facts so they can make informed decisions, because there is no public health without public knowledge,” said panellist Dr. Marina Murphy, senior director of scientific affairs at Haypp Group, who specializes in chemistry and science communications.

    The campaign launches alongside VapeWatch, a media monitoring initiative designed to challenge inaccurate or alarmist reporting on vaping and refer misleading coverage to the Independent Press Standards Organization. UKVIA Director General John Dunne said the industry is at a “crossroads,” arguing that public perception will determine whether vaping fulfils its harm reduction potential. Organizers said the expert panel members are unpaid volunteers and that the twin initiatives aim to counter what they describe as flawed science and misinformation deterring adult smokers from switching.

  • Haypp Releases New Guidance on Nicotine Pouches

    Haypp Releases New Guidance on Nicotine Pouches

    Online nicotine retailer Haypp has voluntarily adopted a 20 mg per pouch cap across its e-commerce platforms and is urging the UK government to formalize that as the limit as it develops a regulatory framework under its Tobacco and Vapes Bill. The company, which serves more than 1.1 million customers globally, says proportionate limits would protect consumers while preserving nicotine pouches as a viable reduced-risk alternative to cigarettes. Dr. Marina Murphy, Haypp’s senior director of scientific affairs, said a 20 mg maximum provides a nicotine experience comparable to smoking without enabling “ultra-strength” products to proliferate, with some reportedly containing up to 150 mg per pouch.

  • Study Warns Gen Z Getting Misinformation on Smoking, Vaping

    Study Warns Gen Z Getting Misinformation on Smoking, Vaping

    Declining smoking rates in the UK have been partly attributed to smokers switching to vaping, with daily smoking falling from 20.2% in 2011 to 9.1% in 2024, according to NHS data. However, growing misperceptions about the relative risks of vaping may be undermining that progress, particularly among younger adults. A long-term study by University College London found that the proportion of smokers who believed e-cigarettes were less harmful than cigarettes dropped from 44% in 2014 to 27% in 2023, while a majority came to believe vaping is as harmful or more harmful than smoking. Separate research from Action on Smoking and Health (ASH) reported that 56% of adults and 63% of young people now hold that view.

    Markus Lindblad, head of external affairs at Haypp, argues that sustained negative media coverage and online misinformation are contributing to confusion about relative risk, potentially discouraging smokers from switching to alternatives. He contends that for Gen Z—who may have had less exposure to traditional anti-smoking campaigns—frequent warnings about vaping, combined with less visible messaging about the harms of combustible tobacco, may distort perceptions. Public health bodies including the Royal College of Physicians have previously called for clearer communication to address false beliefs about nicotine alternatives, while continuing to support enforcement measures to curb youth uptake.

    “For Gen Z, who may not have had the same exposure to anti-smoking information as previous generations, they are encountering negative information about vapes far more frequently than negative information about cigarettes,” Lindblad said. “It is unsurprising, then, that their understanding of the relative risk between vapes and cigarettes is inaccurate.”

  • Pouch Boom Disrupting Scandinavian Tradition: Report

    A report tracking more than 19 million online purchases between 2018 and 2025 suggests nicotine pouches are rapidly overtaking traditional snus in Sweden and Norway, signaling a cultural shift in Scandinavia’s long-standing oral nicotine market. The research found that tobacco-free nicotine pouches now account for the largest share of oral nicotine sales on leading regional e-commerce platforms, as consumers move away from tobacco-based snus. Globally, nicotine pouch sales have surged from roughly 292 million units in 2018 to more than 20 billion in 2023, with strong growth also reported in the UK and U.S. Study co-author Dr. Marina Murphy of Haypp Group said many users perceive pouches as a lower-risk alternative, underscoring the need for public health authorities to closely monitor the fast-evolving category and its broader implications.

  • Nicotine Pouch Growth Drives Haypp’s 5% Sales Increase

    Nicotine Pouch Growth Drives Haypp’s 5% Sales Increase

    Haypp Group reported strong global growth in nicotine pouches (NPs), with Q4 2025 volume up 28%, driven by the U.S. reintroduction of Zyn in September 2025 and accelerating growth in the UK. NPs now account for 67% of total volume, with FY25 volume up 13% year-over-year. U.S. consumer offtake rose approximately 35% in Q4 2025 and January 2026 volumes jumped 120% year-over-year, with new customer acquisition up over 250%. The company cited improved retention through localized teams, research, and consumer-focused initiatives, achieving an all-time high Net Promoter Score of 82. In the UK, Q4 2025 volume rose 73% and new customer growth reached 112%, accelerating to ~200% and ~125%, respectively, in January.

    Looking ahead, Haypp anticipates regulatory changes in Austria will force an exit by mid-2026, though this market represents less than 1% of total sales. The company strengthened its U.S. infrastructure, increasing overhead by 29% to support Media and Insights and online growth initiatives. Leverage stood at 0.6x net debt/adjusted EBITDA at year-end, with inventory tactically increased ahead of January 2026 price hikes. Haypp’s Board reaffirmed 2028 targets: 18–25% annual revenue growth, an adjusted EBIT margin of 5.5% ±150 bps, and reinvestment of cash flows to support ongoing expansion in its core U.S. and UK markets while maintaining compliance as a competitive advantage.